MCM Group design concept wins international competition to design 200 meter tower. The project includes a first-class hotel, office, trading floors, restaurants and retail mall. The overall shape and layout of the project mirrors the crescent-moon shape of the adjacent bay and ocean waves. The basic organization of the site is a crescent that is then modified and rotated on each level as it wraps around its fulcrum of a significant and dynamic public plaza.
MCM Group held a design conference for leading Tianjin architectural firms, developers and students at Nankai University in Tianjin. Various presenters included Fang Liang, President of Tianjin Huafang Architectural Design Co. and Michael C. Mitchell, Founder and President of MCM Group.
Mr. Mitchell introduced the theory of Experiential Design, of which MCM Group is a leading international proponent. Experiential Architecture starts by the designer analyzing the type of experience they want people to have in the design space and then to shape the forms to evoke that experience. As Mr. Mitchell explained, “the goal of Experiential Design is to create a space that evokes a heightened experience, that focuses the senses and brings a deeper experience, creating space that is meaningful, inspiring, interesting – ultimately that engages the user to be involved in the space.”
The theory of Experiential Design is born of the unique circumstances of Los Angeles that has been a center of architectural creativity. Mr. Mitchell’s unique experience of over forty years working with themed spaces, film and television sets, live event spaces, and sustainable design, has evolved a view that architecture for our everyday utilitarian needs (not just monuments, houses of worship, and iconic structures) has the capacity to enrich and uplift the human experience.
Mr. Mitchell explained MCM Group’s Design Methodology, “We focus on asking ourselves five key questions:
Emotions – what do we want a visitor/user to feel
Involvement – how do we want people to interact with the space
Participation – what do we want them to think or learn in our space
Sustainability – how do people and building function together to be more sustainable
Brand – what should be the public face/brand of the space (what should the public feel
looking at the space)”
The concepts were well received by the assembled architects and planners and MCM Group has been asked to establish a training seminar at a leading Tianjin university to support an ongoing exchange of ideas to further Experiential Design development in China.
MCM Group formed a strategic partnership with Tianjin Huafa Architecture providing MCM with its fourth office in China in the important northeastern city of Tianjin. Tianjin Huafa Architecture is a leading Tianjin firm with a strong background in government projects. MCM Group was represented in the signing ceremony by its President, Michael Mitchell with Tianjin Huafa Group represented by its President, Mr Fang Liang.
The purpose of the strategic partnership is to strengthen the practices of both firms. As Mr Fang Liang of Huafa Architecture stated, “partnering with MCM gives Huafa access to the latest international trends in architecture, including MCM’s expertise in Experiential Design – a leading people oriented, sustainable design approach.”
Mr. Mitchell was equally enthusiastic about the partnership, “Huafa is highly experienced in the Tianjin market, one of China’s most important and dynamic growth centers. Partnering with their practice provides MCM a deep bench of professionals to draw upon allowing MCM to undertake the very largest and complex projects in the region.”
MCM and Huafa are currently assessing several potential projects and hope to begin their first joint design efforts after the Chinese New Year.
The joint offices are located in the Huayuan Industrial Zone of Tianjin. There address is 7th Floor Building A, Lanyuan Road No. 5, Huayuan Industrial Zone, Tianjin PRC.
Tianjin is located in northern Chinaand one of the five national citiesof the People’s Republic of China. As such it is governed under the direct administration of the central government. Tianjin borders Hebei Provinceand Beijing Municipality, bounded to the east by the Bohai Gulf portion of the Yellow Sea.
Tianjin is divided into the old city and the Binhai New Area. Binhai New Area is a new growth center in China producing an annual GDP growth rate of nearly 30% over the last several years. In terms of urban population, it is the sixth-largest city of the PRC, and its urban land area ranks fifth in the nation after Beijing, Shanghai, Guangzhou, and Shenzhen.
MCM Group wins major design competition with COFCO, China’s largest food company. Called China Beijing Agro – Ecology Valley, the project is a new concept presenting the COFCO green lifestyle in a 1715 MU development. The project showcases COFCO’s lead food company factory tours and demonstration of agricultural fields. The design contract parallels one of China’s national priorities to be a world leader in sustainable developments. The China Beijing Agro-Ecology Valley project is one that will not only demonstrate organic agriculture, low-carbon, and environmentally-sensitive residential development, but also focus on strengthening COFCO’s brand and market share. MCM is pleased to work with COFCO in further exemplifying the “new agricultural life” in China.